Establishing Trust in Social Commerce through Social Word of Mouth

Social commerce, a new stream in e-commerce, enables hyper-informed consumers tosupport the businesses in new product development. Hyper-informed consumers are theresults of online communication provided by social media. These consumers have beenempowered by Web 2.0 technologies to have online communication, which drives value forthe companies in new product development. Trust is one the values that might be provided bythe online communication of individuals through sharing the knowledge and experience of anew product. The paper sheds on new product development and trust concepts along withsocial commerce construct theory in order to develop a research model for investigating theimpact of online communication of consumers, which produce social word of mouth on trustbuilding mechanisms. The results from a survey reveal that social word of mouth, offered bysocial media, increases the level of trust on new products. The conclusion, discussion, andfuture research suggestion in the end of the paper support its contribution to the track ofmarketing and innovation.

کلیدواژه ها:

Social commerce ، social word of mouth ، trust ، Web 2.0 ، social media ، PLS